Suzie Kainer

Contracted to facilitate the practice's expansion in to new markets. Led development and delivery of new website. Established social media platforms and launched practice’s first social media campaign. Developed sponsorship with RIBA, providing a platform to establish the brand and raise awareness in UK. Managed the PR, developing relations with key media. Evaluated and leveraged global and regional event marketing initiatives.

Established new business venture.Undertook market research to define offering, pricing and point of differentiation.Secured contract with Australia’s largest operator of retirement villages and became the preferred local supplier for two nationwide real estate agencies.

Headed up new regional B2B marketing function developing strategic marketing initiatives as well as planning and developing tactical programmes with customer banks across the Middle East. Required strong collaboration with sales teams, transformation of existing customer business model, stakeholder management in addition to building solid relationships across all levels of the customer organisation. Developed brand guidelines for all bank-led joint advertising and oversaw approval of material. Identified both acquisition and portfolio optimisation opportunities that aligned with MasterCard’s strategic goals which required exceptional project management skills to oversee multiple programmes across various geographies, aligning strategic partners, suppliers and stakeholders alike. Developed ROI model in addition to establishing measurement and tracking of key programmes and events.
Achievements include:
• Established new marketing function which required evolution of legacy business model to drive greater long term value from customer relationships; included sourcing strategic relationships, development of processes and tools for sales team and customer banks to enhance accuracy of reporting, attain greater business case alignment as well as brand alignment of all customer bank advertising.
• Leveraged assets including research, events, sponsorships and tailored experiences and in turn influenced customer banks to develop MasterCard marketing campaigns around these assets.
• Developed sponsorship plan and business case for new regional sponsorship.
• Analysed specific markets and bank portfolios to develop a segmented strategy to improve usage of debit cards at point of sale. Influenced and motivated key national banks in UAE & Egypt to collaborate and implement a tailored direct marketing campaign. Conversion rates up to 67%.
• Developed and launched Debit awareness and education program in Egypt. Was deemed the most effective campaign by MasterCard ever in this market (raising consumer awareness and positive feedback from banks to unprecedented levels).

In consultation with the sales network, led the overall planning, management and delivery of campaigns and general communications for the retail market. Led, coached and recruited a team of direct reports, in addition to various project teams on a frequent basis. Collaborated on the strategic direction of the brand and project-managed resultant award-winning brand campaign. Developed and managed the communications strategy for a number of other strategic projects. Managed supplier relationships including research and advertising agencies.
Achievements include:
• Launched major brand campaign. The scope of this brand project included evolving brand strategy; brief development; pre-testing and finished film research; Script development and overseeing TV commercial production; all above and through-the-line elements; collaboration with internal communication and PR teams to sell this new brand direction to staff, customers and public. Results include:-
o Campaign rated Number One by an independent consumer poll within shortest period on record.
o Finalised in CAANZ Effie Awards
o Achieved record unprompted ad awareness results.
o Formulated an internal change management team to favourably influence various sectors of the organisation, on the brand direction.
o 240% increase in hits to bank’s website in first week of launch
• Developed communications strategy and launched the bank’s Unbeatable Home Loan campaign. Achievements:-
o Record market share growth in home lending, during the campaign period.
o Inundated by staff feedback acclaiming “Unbeatable” as the most aggressive and successful campaign the company had ever had. As a result it evoked a strong feeling of pride throughout the organisation
o Campaign was so successful that the bank permanently adopted the campaign’s price position.
o The word ‘Unbeatable’ became synonymous with, and integrated into, Bank of New Zealand’s brand.
• Spearheaded and managed the development of an interactive website that became a massive lead generation tool. Key results were:-
o Generated 8000 leads over a 7 week period.
o Converted 68% of warm/hot leads into sales
o 75% increase in market share growth (against same period preceding year)
o Increased our share of the home loan switching market by 140% during the quarter.
o Won two Bronze Nexus Marketing Awards - 2005
o In collaboration with research team, developed a campaign analysis method enabling us to identify optimal creative and media to drive traffic to website.
• Project managed ‘Bank Smarter’ brand advertising campaign. Achievements:
o Bank won the elite 2005 Marketing Magazine Marketing Award - Consumer Services category.
• Designed and launched a communications strategy to support a new youth account ‘Smart Money’, and overcome low brand consideration by this youth segment. The results within first seven months were:-
o Annual account opening objective exceeded by 40%
o Target audience’s market share climbed by 50%
o Our acquisition rate increased by 50%, outperforming all other banks between 2003-2004
o Similarly brand preference by the target audience increased 44%.
o Campaign won a Bronze “Effie” Award - 2005

Leading teams, driving business strategy and overseeing day to day brand and marketing communications.